1437212475
Adyęrtising in media (type ofcourse: obligcitory) lhr of tutorial per week
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Course codę 0100-DAX116 |
Year I |
Semester 1, winter |
Number of teaching hours 15 |
ECTS credits 1 | |
|
Format tutorial |
Language Polish |
Assessment grade |
Lecturer(s) mgr Zofia Władyka-Łuczak | ||
Objectives of the course
The crucial purpose of the course is to present the essence and role of advertising in contemporary mass media. To understand the relationship between persuasion and advertising. To gain abilities to analyze the structure and language of advertising.
Contents
The notion of advertising; advertising as acting and the product of acting; language in advertising; the role of picture and sound; non-verbal communication and its role in advertising; speech acts; referentiality; emotionality; persuasion; manipulation; catchwords and catchphrases; advertising syntax.
Recommended reading
BOGUNIA-BOROWSKA M., 2003, Reklama jako tworzenie rzeczywistości społecznej, Kraków. BRALCZYK J., 1996, Język na sprzedaż, Warszawa.
BUDZYŃSKI W., 2005, Reklama. Techniki skutecznej perswazji. Warszawa.
DOLIŃSKI D., 2005, Psychologiczne mechanizmy reklamy, Gdańsk.
KOCHAN M., 2003, Slogany w reklamie i polityce, Warszawa.
PAJDZIŃSKA A., 1993, Frazeologizmy jako tworzywo współczesnej poezji, Lublin.
SZCZĘSNA E., 2003, Poetyka reklamy. Warszawa.
WASILEWSKI J., 2006, Retoryka dominacji, Warszawa.
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